Staff Reporters
Sep 25, 2014

Spikes Asia condensed: What you may have missed from Day 2

SPIKES ASIA - The downside of a sprawling festival like Spikes Asia is that you can't attend everything. But never fear, our reporters are here with a roundup of the best bits from Wednesday.

Spikes Asia condensed: What you may have missed from Day 2

Social media

As with most events, the online chatter about Spikes Asia has become crucial for truly understanding the import of the event.

Who are we kidding, it's fun. Our mining of the #SpikesAsia hashtag for the best Tweets of the day has morphed into something of a contest. Tune in to the Best of #SpikesAsia: Day 2.

And if you missed it, here's the Best of #SpikesAsia: Day 1

(And's version is already well underway: Best of #SpikesAsia: Day 3)


The juries fuelled some hopes and made some dreams die with the release of the shortlists for Design, Digital, Media, Mobile, Outdoor, PR, Print, Healthcare.


Creating creative culture dominates day two discussion
Weber Shandwick’s Jye Smith and Moska Najib explored the idea of establishing and maintaining a creative culture within an agency environment.

In addition, we've been posting the excellent interviews the Spikes Asia team has been conducting with many of the prominent speakers. Check our video page for those.


Tension and irresistibility: The ingredients of engagement (Y&R)
According to Y&R's Sandy Thompson (pictured) people want to be engaged with what’s interesting and unforgettable, not what’s perfect. And it could mean the difference between being remembered and being forgotten.

The industry as a village: Yannick Bolloré
Opening proceedings for Day Two, Havas chairman and chief executive Yannick Bolloré explained his company’s positioning as an agency that can offer a superior level of service through a close alignment of creative and media services.

If technology is your canvas, what will you create?
Marketing is about solving problems and for Indy Saha, the director of creative strategy for Google Creative Lab, the main problem he has to solve is how to build awareness for new technologies. His presentation late Wednesday was a series briefs aimed at using technology as a creative raw material.

Where children’s books and brands intersect: Evidently
Bedtime stories and marketing have more in common than one might think, according to content agency Evidently. Chief executive Daniel Zeff and Asia vice-president Amy Lavalette (pictured) examined what brands can learn from popular children’s tales.

Get comfortable with people who don’t love you: Twitter's Melissa Barnes
Melissa Barnes’ enthusiasm for Twitter is understandable. As head of global brands, it is her job to inform and educate marketers about the plus points of the micro blogging site. The former PR executive even had a lesson or two for us at Campaign Asia-Pacific.

Men without women don’t make for good marketing: JWT
When male creatives try out female beauty products because they have no female peers with whom to discuss the feelings of actual women, the industry has a problem, according to Valerie Cheng and Polly Chu, ECDs of JWT Shanghai and Beijing, respectively (pictured).

R/GA's prescription for future agencies: Build business ecosystems
Transformation. Change. They’re big words that are hard to fit in the mouth, but it’s something RG/A has tried to digest with an aggressive approach to unlocking opportunities for its clients and itself.

How Asia is leading with micro-innovation: Lowe Profero
A focus on user-experience is helping to shape micro-innovation in Asia, according to Wayne Arnold, CEO of Lowe Profero, and Winnie Park, EVP of DFS luxury retail.

Communicating to two-and-a-half Indias: Cheil
India presents brands with the challenge of communicating to people who live in effectively three disparate countries: modernised India, small-town India and a transitional India somewhere between those two extremes.

TechTalks and Forums

Turning touch points into revenue channels: Tencent
The mobile phone is the first thing we look at and last thing we touch each day, said Sophia Ong (pictured), planning and implementation GM for Tencent, painting a picture of just how connected Chinese consumers are today.

Without insights, your creativity is blind: Mindscapes
"A meaningful insight is not a singular thing, but a chain of revelations", was the message that emerged from the final forum on day two of Spikes Asia 2014.

Gender clichés: who decides what’s offensive and what’s not?
BrandOpus' Nir Wegrzyn (pictured) opened the forum sessions on day two with a discussion on the “complex” subject of gender clichés in advertising.

Eliminate middlemen in programmatic: AdapTV's Alex Khan
Alex Khan, Adap.TV’s top boss for Southeast Asia, opened up the day’s TechTalk sessions by calling for a need to simplify programmatic by eliminating multiple sources that create data leakage and revenue loss for media owners.

Creativity starts in the research phase: Face Asia
Creativity isn't just the responsibility of advertising agencies, it starts in the research phase and how you get your insights, according to Andrew Ho, MD at Face Asia.


Here's a gallery of shots from Day 2

And of course, there's much more to come on Day 3 and 4. Remember, everything we're producing for Spikes is available in one convenient location.



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